Topics and Subtopics:
Leadership and Organizational Behavior
Evolution of Marketing
Health and Life Sciences
Transportation and Logistics
Developing marketing strategy to produce competitive advantage, Developing new insights into customers to gain competitive advantage, Developing a greater organizational understanding of buyers, Differentiating commodities, Developing innovative marketing strategies, Helping management understand the value of marketing, Building organizational consensus for a new approach that includes customers to a greater degree
Leaders in Transition
Kellogg School of Management, Northwestern University
United States of America, Illinois
Direct Educator Connection:
After serving on the faculties of the University of California, Los Angeles, Columbia University, and the Yale School of Management, Gregory S. Carpenter joined the faculty of the Kellogg School in 1990. He was named James Farley/Booz Allen Hamilton Professor of Marketing Strategy in 1999, founded the Center for Market Leadership in 2004, and was elected chair of the marketing department in 2006, serving until 2009.
Professor Carpenter’s research on competitive marketing strategy has appeared in leading academic journals, in addition to being featured by Harvard Business Review, Financial Times, and National Public Radio. The American Marketing Association has recognized his contributions to marketing with the William F. O’Dell Award, the Paul E. Green Award, the Donald R. Lehmann Award, the Marketing Science Institute/H. Paul Root Award Award, and his work has been cited before the United States Supreme Court.
At the Kellogg School, he teaches a popular MBA elective, marketing strategy, in addition to teaching in the school’s marketing, general management, and custom executive programs. He received Kellogg’s Sidney J. Levy Teaching Award and the Kellogg Managers’ Program voted him Outstanding Professor of the Year. He is one of a handful of Kellogg faculty to be recognized by BusinessWeek as an outstanding faculty in its Guide to the Best Business School.
In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute, a former member of the board of advisors of Terlato Wine Group, and a frequent speaker and advisor on marketing strategy. Past and current clients include Advanced Micro Devices, Bacardi, Cadbury Schweppes, Carnival Corporation, Coca-Cola, Cunard Lines, Diageo, Dow Chemical, Federal Reserve Bank, General Electric, Harley-Davidson, International Paper, Microsoft, Motorola, Procter & Gamble, Sara Lee, Unilever, and Visa.
Professor Carpenter received his B.A. from Ohio Wesleyan University, and M. B.A., M.Phil. and Ph.D. degrees from Columbia University.